Marketing, advertising & media intelligence

Marketing, advertising & media intelligence

Dove’s long-running ‘Real Beauty’ campaign has jumped on the data bandwagon in a partnership with Twitter to end negative talk among women about appearance.

Image from Dove.us

A #SpeakBeautiful Effect tool has been created, through which women can retweet an invitation from Dove to have their tweets analysed.

The the women will receive back information including a “beauty quotient” which compares their general mood to tone changes, when talking about beauty, to reveal the most commonly expressed emotion in beauty tweets on a spectrum of 46 possibilities. It will also give the user insights about what time of day they’re more positive or negative about appearance.

Image from Dove.us

By then collating all users body-positive tweets it will show how positive each region across the USA is and how much the #SpeakBeautiful Effect is influencing change around the country.

Since Dove began tracking tweets last year, the Southeast has shown the most positivity toward body image, followed by the Northeast, Pacific and Midwest.

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23 years ago I did an interactive promotion with James Kwok at Saatchis for Bluebird potato chips on TV2 at 7.30 pm. Two years later I was doing websites for the likes of Sun Direct Insurance and more with Howdo. ...

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